The beginning of 2024 introduced changes to the way TV screens are used in Poland.
Polish viewers spent an average of 4 hours and 19 minutes a day in front of the home screen in January, and although this is only 1 minute more than in December 2023, the components of this viewing have slightly changed.
Time spent with traditional TV remained the same as in December 2023, but time spent watching streaming content increased by 8%.
Among TV programs, Polish series, news programs and ski jumping World Cup broadcasts enjoyed the largest audiences in January. Among streaming content sources, CDA.pl, HBO Max, Canal+Online and Netflix all recorded increases.
The recorded increases across those sources contributed to an increase in streaming’s total share of video viewing on TV screen, which reached a record 7.6% in January (the highest level since the launch of the Gauge reports in Poland). Netflix further strengthened its position at the most-watched streaming service, with its share of the TV screen increasing to 2.1% (from 1.9% in December).
About The Gauge™
The Gauge™ was created to provide the media industry with a monthly analysis of television usage across key television delivery platforms. Nielsen published its first edition of The Gauge™ in the U.S. in May 2021.
About The Gauge™ Methodology
The data comes from Nielsen’s single-source panel consisting of 3,500 households and almost 9,700 panelists. The Gauge™: Poland is based on monthly AMR (Average Minute Rating) audience share data. The data is presented for people over 4 years old, broken down into cable, satellite, terrestrial television (both linear and shifted in time up to 7 days), and viewership from streaming (live streaming viewership of TV stations on OTT platforms is classified as streaming viewership). The “Other” category includes views of unrecognized content.
Nielsen Poland created this iteration of The Gauge™ using methodologies comparisons.
